Description of the marketing study In this report main features of the Russian market for goods of personal hygiene are described, including segments of child's and urological diapers, urological and hygienic pads, sheets and nappies as well as hygienic tampons), the subjects of the Russian Federation, representing different federal districts, are being regarded in profile,
This report has been carried out on 161 pages and contains 44 figures and 42 tables.
Interested users: this report will be useful for representatives of companies, realizing activity on the retail market for goods of personal hygiene, physical and juridical persons, planning to enter the market, government bodies, regulating the relations in the spheres of social protection of the population and of the consumer market, аnd also a wide range of users, interested in questions of organizing the activity on the market of hygienic and urological production, pecularities of retail trade with corresponding goods.
This marketing study has been prepared in order to define the reasonability for a new supplier whether or not to enter the market for goods of personal hygiene for children and adults (child's and adults' diapers, urological pads and nappies, hygienic pads) and possible directions of sales of finished production.
In order to achive the aim of the study, following tasks have to be solved:
- to analyze the market aspects: describe social-demographical and economical indices; volumes of the market, volumes of import; describe the main tendencies of the market; to describe barriers of entering the market;
- to analyse the concurrence environment: peculiarities of the work of the dealers' networks, of distributers, wholesale companies (assortment policy, price policy, sales policy, advertising policy); survey of volumes revenue of the dealers' networks, of distributors, wholesale companies; of commercial conditions of the work (including peculiarities of the price formation) of dealers, distributers of production from producers Kimberly Clark, Procter&Gamble, SCA hygiene products, TZMO, wholesale companies for national, regional and local networks;
- to analyze the aspects of the work of producers: the geography of placing manufacturing grounds, yearly volumes of the producer's revenue, situated in Russia;
- to define the peculiarities of price formation of producers: the difference between self costs and handover price; of main deliverers of raw material for producers.
- To form a prognose of the market's development;
- To define deficit market niches; formulate recommendations for geography of sales; for elaboration of assortment, price, sales and advertising policy.
Objeect of the study is the market for goods of personal hygiene for children and adults: segments of diapers, nappies, pads, sheets and tampons.
Topics of the study are the main market indices, main features of participants of the market. Special attention has been paid to the peculiarities of the activities of the corporation Kimberly Clark, Procter&Gamble, SCA Hygiene Products, Torunskie Zaklady Materialow Opatrunkowych, Abena.
Geography of the study: 1. North-West federal district (Republic of Karelia, Republic of Komi, Archangelsk region, Vologda region, Kaliningrad region, Leningrad region, Murmansk region, Novgorod region, Pskov region, Saint Petersburg, Nenetskij autonomous district);
2. Central federal district (Moscow and Moscow region);
3. Southern federal district (Rostov region, Krasnodar krai);
4. Privolzhskij federal district (Nishnij Novogorod region, Samara region, Republic of Tatarstan, Republic of Bashkortostan);
5. The Urals federal district (Sverdlovsk region).
The Period of study comprizes the years 2008 - 2010
Sources of informations in this study are data of the Federal Service of State Statistics, Federal Tax Service, Federal Custom Service and other ministeries and departments.
The main information massif for Russia and Saint Petersburg was formed on the database, received from the Unified State Business Register (in Russian: EGRPO) of Rosstat, аnd also the Unified State Register of Legal Entities (in Russian: EGRUL) and the Unified State Registry of Private Enterpreneurs (in Russian: EGRIP) of the Federal Custom service.
List of sources of secondary informations used in the report:
1. Own databanks of PRCS
2. Publications:
- for mass media informations (periodicals from Denmark, journals: national, regional, local)
- governmental Publications (federal, regional, local)
- specialized publications from Denmark
3. Results of interrogations of specialists and representatives of manufacturing enterprises and importеr branches, including the biggest participants of the market
4. Legislative documents:
- Federal legal acts
- Regional legal acts
- Local legal acts
5. Electronic sources:
- Bases of data
- Internet-ressources
6. Informations, placed at disposal by bodies of State authorities and enterprises:
- by ministeries, services, agencies
- by manufacturing associations and corporations
- by local administrations
- by associations
Following databases in Excel formate have been prepared for the project:
1. The base of local dealers: companies of federal districts to be considered are described
The base has been carried out in form of tables with following fields: name, full name, short name, director, date of registration, juridical address, real address, telephone, fax, website, region, branch, additional important information, Profit from sales for 2009 (in roubles).
In total the description of 6.507 companies is presented in the base, 1.083 of them are to be found in Saint Petersburg and 2.965 in Moscow.
2. Contacts of companies, participating in procedures of purchases for state and municipal needs in the regions to be considered.
The base has been carried out in form of tables with following fields: Name of company, real address, telephone, website, e-mail, name of director.
In total contacts of 24 companies, whose specific weight in deliveries of goods for state and municipal needs is maximal, are represented in the base.
3. Survey of the prices for the production: child's diapers and napkins, urological diapers and pads, nappies.
The base has been carried out in form of tables with following fields: brand, type, size (weight), quantity of pieces in pack, price (with customers' card and without), weight of pack, price per piece.
Survey of prices is presented by chain network shops of Saint Petersburg: Pyatorochka, LENTA, Auchan, Carousel, Okey, Perekrestok, Metro, Zdorovy molysh, Deti, Detskij mir.
